Slide 1 - BledCom symposium - Home


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  • Example Starbucks Coffee . Howard Schultz returned to the U.S. after spending time in Italy. He noticed how coffee bars were very popular there and introduced the concept to Americans. Due to the novelty of buying an expensive, robust coffee product in a comfortable cafe, Americans quickly spread positive word-of-mouth, creating a craze.
  • Europe, for instance, is in the early stages of a 24/7 consumer society, as rules governing shop hours slowly are loosened and Europeans get their first taste of 24-hour retail establishments. Contrast this with the U.S., where even many small towns have 24-hour grocery stores, gas stations, and the like.
  • … OK, but how Marketing is selling himself??? … and where in this story is Marketing Fad & Marketing Trend???
  • Marketing is the same for centuries, the base is always the same, we just using new tools, adopting methodology end process and to easly selling that we are develping, over and over some new fads.. 
  • This is between mkt agencies big issue
  • Every of those aligns ware big issues in Cannes
  • Barack Obama did a great job early on of inspiring people to create video, discuss the issues, and take up the cause outside of the platform. The quality of engagement did take a heavy hit as we moved to the latter part of the primary season when several events, like the Jeremiah Wright, eroded the quality of the conversation around Obama.
  • The Issue A n estimated 9 million U.S. children are considered obese. According to the Center for Disease Control (CDC) website, childhood obesity is on the rise and research shows that being overweight in childhood can increase one’s risk for Type 2 diabetes, high blood pressure, sleep apnea and gall bladder disease. Self-reported data indicates that almost one quarter of children 9-13 years of age engage in no free-time physical activity during a typical week. “VERB ™ It’s what you do” was a national, multicultural, social marketing campaign coordinated by the U.S. Department of Health and Human Services’ Centers for Disease Control and Prevention (CDC). Launched in 2002, the VERB campaign used a combination of paid advertisements with school and community promotions in addition to interactive Internet activities to encourage children 9-13 years of age, popularly known as “tweens” to be physically active every day. The program spanned across a multi-ethnic audience with several campaigns targeting different ethnic groups including African American and Latin American populations. The VERB Goals were to: 1) Increase knowledge and improve attitudes and beliefs about tweens’ regular participation in physical activity. 2) Increase parental and influencer support and encouragement of tweens’ participation in physical activity. 3) Heighten awareness of options and opportunities for tween participation in physical activity. 4) Facilitate opportunities for tweens to participate in regular physical activity. 5) Increase and maintain the number of tweens who regularly participate in physical activity. Evaluation The study showed that 74% of children surveyed were aware of the VERB campaign. Specifically, the VERB campaign resulted in 34% more free-time physical activity among the informed vs. the uninformed. The results of this study indicated that this campaign saw more success and influence over 9 & 10 year-olds.
  • Chief of Fedme ask himself in witch Cannes Lions category to put this campaing, it will win in at least 5.. UNICEF. Y&R Copenhagen has been working with UNICEF for several years supporting its campaigns on street children and child soldiers. The agency has developed unique ‘events’ to support UNICEF volunteers collecting donations on the street. In the 2003 campaign, teddy bears were placed in public spaces around Copenhagen carrying messages about the dangers faced by street children. In 2004, the campaign used mobiles hung in public places, highlighting that many street children are the victims of violence or drug abuse. The labels carry a number for UNICEF, enabling passers by to make a donation by text message. The campaigns have been successful in helping to increase donations and UNICEF hopes to extend them to other cities in Denmark and abroad.
  • Fed SMM => Fed WOMM => good strategic marketing => good marketing practise
  • Slide 1 - BledCom symposium - Home

    1. 1. Fads sell marketing (fads: from philosophy to core marketing) Sašo Dimitrievski
    2. 2. Summary <ul><li>Terminology, fad, trend, marketing </li></ul><ul><li>Some popular fads in marketing (&mkt communications) last few years </li></ul><ul><li>Marketing trends </li></ul><ul><li>Cannes Lions fads, 08 </li></ul><ul><li>Three examples: Obama; Yellow Ball and Unicef CSR campaign </li></ul><ul><li>=> using fad social media marketing </li></ul>
    3. 3. One thought for start <ul><li>Art refers to a diverse range of human activities, creations, and expressions that are appealing or attractive to the senses or have some significance to the mind of an individual. </li></ul><ul><li>And what about Kitsc h ? </li></ul><ul><li>=> TIME COMPONENT IS CRUCIAL! …maybe…  </li></ul>
    4. 4. Fads vs trends (Wiki) <ul><li>A trend is something that somehow becomes popular within mainstream society over a long period of time. It is the direction of a sequence of events that has some momentum and durability. </li></ul><ul><li>A fad is something that is very popular with a small group of people for a short period of time. </li></ul><ul><li>A craze is a product, idea, cultural movement, or model that gains popularity among a small section of the populace then quickly migrates to the mainstream. </li></ul><ul><li>Despite the negative or counterproductive results of crazes and fads, some companies still in business today began by purposely or accidentally creating a fad or craze . </li></ul>
    5. 5. Fads vs Trands <ul><li>Fads are short-lived . Fads follow a classic cycle: insider discovery, followed by media ballyhoo, followed by mainstream embrace. </li></ul><ul><li>Trends , on the other hand, have staying power. Think the revival of interest in religion and the use of lifestyle drugs. Trends take longer to build and their effects may be felt for years, even decades. </li></ul><ul><li>Trends have deeper cultural roots than fads. Fads cross borders with greater ease than ever before and the U.S. has picked up on many recent fads imported from other regions. Pokemon? </li></ul><ul><li>Trends don't cross borders as easily as fads and products do. </li></ul><ul><li>Brand Futures Group of Young & Rubican Inc. </li></ul>
    6. 6. WWW like carrier <ul><li>=> With the introduction of more Web 2.0 applications, the World Wide Web is becoming recently a tool to either spot or even predict trends . </li></ul>
    7. 7. Definiton Of Marketing <ul><li>Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved October 2007 , by AMA ) </li></ul>
    8. 8. Famous 4 P’s issue <ul><li>Promotion has four distinct elements - advertising, public relations, word of mouth and point of sale. </li></ul><ul><li>New 4P’s? </li></ul><ul><li>Personalization: It is here referred customization of products and services through the use of the Internet… </li></ul><ul><li>Participation: This is to allow the customer to participate in what the brand should stand for … </li></ul><ul><li>Peer-to-Peer: This refers to customer networks and communities where advocacy happens… </li></ul><ul><li>Predictive modeling: This refers to algorithms that are being successfully applied in marketing problems (both a regression as well as a classification problem)… </li></ul>
    9. 9. We have also 4 M's  <ul><li>Moment of relevance </li></ul><ul><li>Multi-channel </li></ul><ul><li>Message </li></ul><ul><li>Measurability </li></ul><ul><li>(digital marketing issue by Wiki) </li></ul>
    10. 10. Another thought <ul><li>“ The key to creating a marketing fad is to state the blindingly obvious in an appealing way . </li></ul><ul><li>Marketing fads, like Total Quality Management or Relationship Marketing , are those viruses that breed quietly in dark corners, then before you can say, &quot;Shift the paradigm,&quot; spread through the industry like an explosive strain of the Beijing flu. The result is very similar: for a while it's all everyone can talk about, then you get nauseous and everything you do is crap. </li></ul><ul><li>Fads are developed by academics who have nothing to do all day but think of topics for research papers. Some fad developers have become so famous that they need never work in marketing again, which is pretty handy seeing as fads don't work in practice. ” </li></ul><ul><li>Max Barry, 2000 </li></ul>
    11. 11. New marketing planning, fad in 05?
    12. 12. New marketing funnel, fad in 07? <ul><li>Engagement: </li></ul><ul><li>Involvement </li></ul><ul><li>Interaction </li></ul><ul><li>Intimacy </li></ul><ul><li>Influence </li></ul>
    13. 13. What's In? ( marketing trends 08, TrendSspotting predictions, hotspots ) <ul><li>Instant Gratification </li></ul><ul><li>Outwitting Disease </li></ul><ul><li>Transparency </li></ul><ul><li>Blue is the Green </li></ul><ul><li>Coopt Conumptionn </li></ul><ul><li>The World is Local </li></ul><ul><li>Target Behavior </li></ul><ul><li>Earned Attention </li></ul><ul><li>All Digital </li></ul><ul><li>Creating TV ads </li></ul><ul><li>Specialist + Contacts </li></ul><ul><li>Games 2.0 :Asnyc Games </li></ul><ul><li>Structured UGC </li></ul><ul><li>Scalable Emerging Media </li></ul><ul><li>Social Reputation Mgmt </li></ul><ul><li>Revenue Migration to China </li></ul><ul><li>P2P Sharing / Lending </li></ul><ul><li>Handmade </li></ul><ul><li>Social Networking </li></ul><ul><li>Rise of N-11 </li></ul><ul><li>Google into Set Top Box </li></ul><ul><li>KINDLE = Web Browser </li></ul><ul><li>More Radiohead D2C </li></ul><ul><li>Social Media , Android, Open Source </li></ul><ul><li>Global World / Crowd </li></ul>Premium Instant (Kindle) Semantic Tools = Marketing Tools Video: Overlay Ad Make it Yourself Local Ad Platforms 1 -1 Marketing Ad Effectiveness Customized Virtual World Mobile+Game+Video+Widget+SN =Mkt Tools Marketing Experiences / Services Contextual Ads Out – Of Home Ads Proving Greenness Web site + Widget + Multiple Device Social Exp on Mobile Website / Widget Mobile Web (Android / Kindle) User Control Over content & Feature Mobile Experiences Smart Phone / Cool Phone New content forms Credibility of inovations Grenlashing Recruting & »owning« the influencers Social mediators & we-bargaining with customer Friediliginece + conv. With customers Search Mptimization WOMbagging
    14. 14. What's Out? ( 08 marketing trends, TrendSspotting predictions, hotspots ) <ul><li>Demographics </li></ul><ul><li>Buying Attention </li></ul><ul><li>»digital” as USP </li></ul><ul><li>Creating »experiences« </li></ul><ul><li>TV Directors </li></ul><ul><li>Unstructured UGC </li></ul><ul><li>TV 30'' Spots </li></ul><ul><li>Microsoft Media offerings </li></ul><ul><li>»Daily« - News papers </li></ul><ul><li>Products </li></ul><ul><li>Eco – Ugly </li></ul><ul><li>Basic </li></ul><ul><li>Clics </li></ul><ul><li>Second Life </li></ul>Yet to Come Cell phone as Media Sell it Yourself Mobile World Wide
    15. 15. Cannes 08 “fads” <ul><li>“ We are mediatelco” => by BigPond </li></ul><ul><li>Line between ATL&BTL is vertical line => Landor Associates </li></ul><ul><li>Digital is sexi => Fedma </li></ul><ul><li>Engagement, “Youtube killed the videostar” => Go Viral </li></ul><ul><li>“ Lost Generation” (65 – 75) => Proximity </li></ul><ul><li>Digital is alrady mainstreem => Profero </li></ul><ul><li>New creativity = content (story) + user experience (usability) => Ogilvy </li></ul><ul><li>Brand = on demand; user = online (connected) => Izobar </li></ul><ul><li>Mobile marketing = video calls, MMS, vlogging/bloging, mobile internet, mobile TV broadcast, digital multimedia broadcast, m(mobile) comerce, m-banking, m-mags, m-movies, dynamic multi-sensory social content => Cheil Worldwide </li></ul><ul><li>Target behavior, people centric mkt, adv=dialog+relationship => Leo Burnett </li></ul><ul><li>Creativity = useful and engaging experiences, user participation, co-creation, tagging, syndication, mash-ups, rich interfaces => Trible DDB </li></ul><ul><li>Good adw = big idea => TBWA </li></ul><ul><li>M arketers should stop thinking of the web as just another channel to express their offline brands. Instead, marketers should build digital brands ! => Avenue A Razorfish </li></ul><ul><li>No more “ad”, but “act” </li></ul>
    16. 16. Social Media Marketin g, still fed or? <ul><li>IMC&SocialMedia formula -> 1.Listen; 2. Join and lead conversation; 3. Become a topic and don’t let the story end; 4. Let the control; 5. Create many conversation => storytelling </li></ul><ul><li>Wunderman </li></ul><ul><li>Mass Media -> Social Media </li></ul><ul><li>MRM Worldwide </li></ul>
    17. 17. My fa vorit fa d s <ul><li>Meaningful experiences </li></ul><ul><li>Engagement </li></ul><ul><li>Cross-channel integration </li></ul><ul><li>Social Media (WOMM & SMM) </li></ul>
    18. 18. From “dude” to Obama with WOMM <ul><li> </li></ul><ul><li>97.111 views </li></ul><ul><li> </li></ul><ul><li>74.417 views </li></ul><ul><li> </li></ul><ul><li>3.897 views </li></ul><ul><li>http:// ?v=uM0Kl6PCx8w& feature = related </li></ul><ul><li>1.009 views </li></ul><ul><li>http:// ?v=_VlXbkgcTJ0& feature = related </li></ul><ul><li>1 . 150 . 343 views </li></ul>
    19. 19. Obama vs Clinton (“ Mac vs PC ?” The New York Times) <ul><li>Total volume of video views to date related to each candidate, which were not uploaded officially by the campaign, exceeded the official views by an average of over 500 % . </li></ul><ul><li>12th June 2008 … </li></ul><ul><li>Barack Obama ; O wn v iews : 52 . 450,257 ; G lobal v iews 316 . 605 . 687 </li></ul><ul><li>Hillary Clinton ; O wn views: 13 . 574,380 ; Global views 69 . 915 . 595 </li></ul>
    20. 20. Obama vs Clinton (“ Mac vs PC ?” The New York Times) <ul><li>“ Classic” (digital mkt , SEM&SEO ) approach: </li></ul><ul><li>The Google index for Barak Obama is, today 5,3700,000 and Hillary Clinton is 5,4300,000. </li></ul><ul><li>=> already trend ? </li></ul><ul><li>“ Social Marketing” approach: </li></ul><ul><li>Obama blog posts 99,859,318 Clinton blog posts 34,127,553 </li></ul><ul><li>Twitter : Clinton has 4,019 followers and Obama has 33,069 followers ; Obama is following 33,960 people and Hillary is following 0 . </li></ul><ul><li>=>fed is becoming a trend ? </li></ul>
    21. 21. Verb - Yellow balls <ul><li> </li></ul><ul><li>Cannes 07 gold: Best Integrated Direct Campaign ; Advertiser/Client: CENTERS FOR DISEASE CONTROL & PREVENTION ; Product/Service: YOUTH FITNESS CAMPAIGN ; Entrant Company, City: ARC WORLDWIDE, Chicago </li></ul><ul><li>“ VERB YELLOWBALL is a big, bouncy, world-changing idea that was created to spread play to every kid in America. We’re scattering thousands of yellow balls all across the country. It’s up to you to find one, play with it, and most importantly, pass it on. FIND ONE. Someone is bound to pass one to you. Can’t wait? Check out our “Pass It On” section. PLAY WITH IT. However you want. Whenever you want. Just play. WHEN YOU'RE DONE, ENTER THE CODE ON THE BALL AND BLOG YOUR STORY TO THE WORLD. PASS IT ON. To a friend, or a kid you don’t even know. Pass it as far as you want. If you’re going on a trip, bring it with you. Remember, this is a revolution. And you are the messenger. ” </li></ul><ul><li>VERB surrounded tweens — at home, at school, and in the community — through television, radio, print, the Internet, and out-of-home outlets such as movie theaters, billboards, and city buses. The result was an impressive level of brand awareness among tweens. VERB was perceived as multicultural, inspirational, motivational and a source of great ideas for activities that get tweens’ bodies moving ” </li></ul>
    22. 22.
    23. 23. Unicef CSR campaign, Copenhagen
    24. 24. So, does fads realy sell marketing? <ul><li>YES! Fads are marketing selling weapon ! </li></ul><ul><li>… and YES, you should know how to use it, not to shot in your leg… </li></ul>